Museum of the Bible, a 500 million dollar state-of-the-art museum in the heart of D.C., dedicates its halls to the stories and accounts of the Bible and how it has influenced history. Before its opening, it was nearly unknown, even with the expected audience base. Their challenge was to generate mass brand awareness to people of all walks of life in D.C. and around the world to drive a successful grand opening in the middle of winter.
Through a captivating short-film, the monumental brand awareness campaign illustrated moments of biblical influence across history and encouraged people to “experience the book.” Over the three-month campaign, the short-film gathered more than 45 million cross-channel views, increasing awareness just beyond twenty percent collectively. Visitor expectations were changed, and the campaign reached a social ‘like’ vs. ‘dislike’ approval rating of 96%. Despite its off-season opening, the campaign helped drive a sold-out opening week, and over half a million visitors in its first six months open.
More importantly, the research done for the campaign helped the museum shift visitor expectations, while proving that broader segmentation would continue to be an opportunity for the future.
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RESEARCH • FILM PRODUCTION • ADVERTISING • EPK DIRECTION